As a seasoned marketing professional and a member of pulp, paper and cardboard community, I know how hard you work every day to serve customers in your market with exceptional products in the form of fine printing paper, coated paper, newspaper, office paper, packaging paper, cardboards, corrugated paper, stationary paper, special paper, pulp and so on. Paper is an important part of everyday life and so is marketing for our industry. Peter Drucker is a father of marketing other than being the father of management. Peter F. Drucker once said “The two functions that counts in a business are marketing and innovation. All the other functions are costs” and he also said “the purpose of a company is to create a customer not a product”. According to Drucker, the aim of marketing is making selling unnecessary.
In this perspective, my goal for this writing is to help you gain more practical marketing knowledge you need in the increasingly competitive marketplace. I designed this in question and answer style since I have been receiving so many marketing related questions over the years from different parts of the world. I kept my answers simple.
This document provides an overview of marketing concepts and strategies. It discusses the importance of marketing for any business to generate sales and profits. It defines marketing as a transaction for profit and explains the difference between transactional marketing, which focuses on one-time sales, and relationship marketing, which aims to cultivate loyal, repeat customers through good customer service and word-of-mouth advertising. The document also outlines the key elements of developing a marketing plan, including understanding customer needs through market research, analyzing competitors, defining the marketing mix of product, price, place and promotion, and setting a budget and timeline for marketing strategies.
This document discusses several key marketing concepts:
1) It explains why understanding clients and their requirements is important for marketing, as this helps build relationships and negotiate better solutions.
2) Understanding the market through research on competitors, products, audiences and gaps is discussed. SWOT analysis and audience profiling are introduced as useful tools.
3) The four elements of the marketing mix - product, price, place, and promotion - are defined in detail.
4) An example of marketing materials used by the magazine "Take a Break" is provided, focusing on how print works well for their target audience.
A Study to Indicate the Importance of Brand Awareness in Brand ChoiceProjects Kart
A Study to Indicate the Importance of Brand Awareness in Brand Choice. According to theory, consumers choose a brand they recognise, before an unfamiliar brand. If the consumers do not choose according to theories, what are the factors that have a greater effect on the buying behaviour?
There is not much research about the effect of brand awareness on brand choice, which is why this subject was investigated. One of the purposes of this dissertation was to do a research about brand awareness; to see to what extent it matters when purchasing the first time in an unfamiliar environment. One of the objectives was to determine if there were any differences in buying behaviour between the chosen cultures. The research group was limited to the students from China, India and Iran at Kristianstad University. Due to the low number of participants from India, we had to exclude them from our analysis.
The research questions were important since they structured the problem that was to be answered and made it easier to limit the scope of the dissertation. The questionnaires that were handed out reflected our research questions. This made it possible to observe which product the students recognised most and which product they recognised least. The result was used in our analysis. We used the statistic computer program SPSS, to easier see the significance of the results.
This document proposes a new 4 Values Marketing Mix model as an evolution of traditional marketing mix models. The 4 values include:
1) Valued Customer - Focusing on strategic customer segmentation to identify the right target customers.
2) Value to Customer - Delivering superior value propositions and benefits to customers over competitors.
3) Value to Society - Providing value and benefits to society as well as informing customer decisions in an environmentally friendly way.
4) Value to Marketer - Generating tangible and intangible benefits like profits, brand value, and competitive advantages for the marketer.
This document outlines a market research project on brand awareness for branded personal computers. The primary objective is to research whether brand awareness of branded PCs affects sales or helps retailers make sales. The secondary objective is to see which brand has the highest "top-of-mind awareness" among branded PCs. Personal interviews or telephone interviews of target consumers will be conducted using a questionnaire to collect data on brand awareness and purchase preferences. The limitations include a small sample size, so conclusions may not be generalized.
This document discusses various marketing and public relations techniques. It explains that understanding customers is key to success and companies should get feedback to meet customer needs. Marketing techniques like surveys, SWOT analysis, audience profiling and the 4 Ps (product, price, place, promotion) are discussed. Public relations tools like press releases, media packs, briefings and conferences are explained. The document also covers sponsorship, endorsements, events, merchandising and handouts. Understanding techniques like these can help companies effectively market and manage public relations.
5 step approach to successful marketing researchbabar mushtaq
The document outlines the 5 steps of the marketing research process: 1) Defining the problem, 2) Analyzing the situation, 3) Getting problem-specific data, 4) Interpreting the data, and 5) Solving the problem. It emphasizes that properly defining the problem is critical, as researching the wrong problem wastes time and resources. Secondary research including informal discussions can help define the problem and determine if primary research is needed. Primary research methods include qualitative questioning, quantitative surveys, and observation. Proper interpretation and application of the research findings is necessary to solve the problem and guide marketing decisions.
This document provides an overview of marketing concepts and strategies. It discusses the importance of marketing for any business to generate sales and profits. It defines marketing as a transaction for profit and explains the difference between transactional marketing, which focuses on one-time sales, and relationship marketing, which aims to cultivate loyal, repeat customers through good customer service and word-of-mouth advertising. The document also outlines the key elements of developing a marketing plan, including understanding customer needs through market research, analyzing competitors, defining the marketing mix of product, price, place and promotion, and setting a budget and timeline for marketing strategies.
This document discusses several key marketing concepts:
1) It explains why understanding clients and their requirements is important for marketing, as this helps build relationships and negotiate better solutions.
2) Understanding the market through research on competitors, products, audiences and gaps is discussed. SWOT analysis and audience profiling are introduced as useful tools.
3) The four elements of the marketing mix - product, price, place, and promotion - are defined in detail.
4) An example of marketing materials used by the magazine "Take a Break" is provided, focusing on how print works well for their target audience.
A Study to Indicate the Importance of Brand Awareness in Brand ChoiceProjects Kart
A Study to Indicate the Importance of Brand Awareness in Brand Choice. According to theory, consumers choose a brand they recognise, before an unfamiliar brand. If the consumers do not choose according to theories, what are the factors that have a greater effect on the buying behaviour?
There is not much research about the effect of brand awareness on brand choice, which is why this subject was investigated. One of the purposes of this dissertation was to do a research about brand awareness; to see to what extent it matters when purchasing the first time in an unfamiliar environment. One of the objectives was to determine if there were any differences in buying behaviour between the chosen cultures. The research group was limited to the students from China, India and Iran at Kristianstad University. Due to the low number of participants from India, we had to exclude them from our analysis.
The research questions were important since they structured the problem that was to be answered and made it easier to limit the scope of the dissertation. The questionnaires that were handed out reflected our research questions. This made it possible to observe which product the students recognised most and which product they recognised least. The result was used in our analysis. We used the statistic computer program SPSS, to easier see the significance of the results.
This document proposes a new 4 Values Marketing Mix model as an evolution of traditional marketing mix models. The 4 values include:
1) Valued Customer - Focusing on strategic customer segmentation to identify the right target customers.
2) Value to Customer - Delivering superior value propositions and benefits to customers over competitors.
3) Value to Society - Providing value and benefits to society as well as informing customer decisions in an environmentally friendly way.
4) Value to Marketer - Generating tangible and intangible benefits like profits, brand value, and competitive advantages for the marketer.
This document outlines a market research project on brand awareness for branded personal computers. The primary objective is to research whether brand awareness of branded PCs affects sales or helps retailers make sales. The secondary objective is to see which brand has the highest "top-of-mind awareness" among branded PCs. Personal interviews or telephone interviews of target consumers will be conducted using a questionnaire to collect data on brand awareness and purchase preferences. The limitations include a small sample size, so conclusions may not be generalized.
This document discusses various marketing and public relations techniques. It explains that understanding customers is key to success and companies should get feedback to meet customer needs. Marketing techniques like surveys, SWOT analysis, audience profiling and the 4 Ps (product, price, place, promotion) are discussed. Public relations tools like press releases, media packs, briefings and conferences are explained. The document also covers sponsorship, endorsements, events, merchandising and handouts. Understanding techniques like these can help companies effectively market and manage public relations.
5 step approach to successful marketing researchbabar mushtaq
The document outlines the 5 steps of the marketing research process: 1) Defining the problem, 2) Analyzing the situation, 3) Getting problem-specific data, 4) Interpreting the data, and 5) Solving the problem. It emphasizes that properly defining the problem is critical, as researching the wrong problem wastes time and resources. Secondary research including informal discussions can help define the problem and determine if primary research is needed. Primary research methods include qualitative questioning, quantitative surveys, and observation. Proper interpretation and application of the research findings is necessary to solve the problem and guide marketing decisions.
A project report on advertising effectivenessProjects Kart
This document discusses advertising, including its objectives, types, features, functions and benefits. It provides definitions of advertising from various experts and outlines two main types - product advertising which promotes specific goods/services, and institutional advertising which builds company image. The objectives of advertising are to introduce new products, remind customers, combat competitors and more. Features include being a mass communication, paid for by an identified sponsor. Functions are promoting sales, research, education. Benefits include cheaper prices through mass production, stimulating demand, and raising living standards.
15 important marketing interview questionsSaurabh Mhase
Marketing involves identifying customer needs and designing products to fulfill those needs. There are several key marketing concepts:
1) Positioning involves creating a distinct impression of a product/service in customers' minds. A positioning map visually represents customer perceptions of competing brands.
2) When marketing goods, the 4 Ps are emphasized: product, price, place, promotion. When marketing services, there are additional factors like process, physical evidence, and people.
3) Segmentation involves dividing the market into subgroups with similar needs. Target marketing focuses on selecting specific subgroups to target. The target group is the specific segment being targeted, while the target audience refers more broadly to the intended recipients of marketing messages.
This document provides a marketing quiz with multiple choice questions about marketing concepts such as the marketing mix, target marketing, globalization, and the promotional goals of informing, persuading, and reminding potential customers. It tests knowledge of definitions for key terms like needs, wants, value, and price. The final section presents logo identification questions for various companies.
Marketing involves planning, pricing, promoting, and distributing products and services to create value for customers. It includes identifying customer needs and wants, developing a marketing strategy, and implementing a marketing plan.
Branding creates a unique name and image that represents a product or company to differentiate it from competitors. Strong branding builds loyalty by connecting with customers emotionally and motivating purchase. It involves consistent messaging over time through various experiences to influence how customers feel.
While marketing focuses on short-term goals like sales, branding aims for long-term relationship building and trust. Marketing influences customers, while branding impacts purchasing decisions and determines brand loyalty. Both are important but use different strategies - marketing "pushes" products while branding "pulls
The document discusses segmentation, targeting, and positioning in marketing. It defines these concepts and provides examples. Specifically:
Segmentation involves identifying market segments based on characteristics and developing profiles for each segment. Targeting identifies the most attractive segments and focuses on the most profitable. Positioning assesses a business's competitive advantage and positions itself in consumers' minds to be the most attractive option. Effective segmentation is measurable, accessible, substantial, differentiable, and actionable. Targeting strategies include undifferentiated, differentiated, focused, and customized approaches. Positioning strategies use product characteristics, pricing, application, and production processes to differentiate a product in the market.
McDonald's continually aims to build its brand by listening to customers and understanding their needs through market research. This involves identifying key customer groups, analyzing factors that influence their purchasing decisions, and determining the optimal marketing mix of product, price, place, and promotion to meet the needs of each group. McDonald's then creates a marketing strategy and objectives, developing campaigns that use various promotional methods like advertising, to effectively communicate with customers and encourage actions like purchases or visits that grow the business. Market research also allows McDonald's to flexibly adapt its approach as customer preferences and the competitive landscape evolve over time.
This document contains a mid-term exam for a marketing management course taken by Al Amin. The exam contains 9 questions related to marketing concepts. Question 1 asks about how the student views marketing and its importance in the 21st century. Question 2 asks about different demand states with examples. The remaining questions cover topics such as types of needs, the marketing iceberg concept, value chains, experiential marketing, consumer resistance, marketing orientations, marketing plans, and growth strategies.
importance communication in retail industry by debasish sahudebasish5143
This document discusses the importance of communication in the retail industry. It outlines several key functions of retail promotion programs, including informing customers about products and services, persuading customers to visit stores and make purchases, and reminding customers about products to maintain loyalty. It also describes various methods of communication with customers, whether paid impersonal methods like advertising, unpaid impersonal methods like word of mouth, or personal methods like personal selling. Finally, it provides seven tips for effective communication between retail staff and customers, such as using appropriate language, making eye contact, smiling, and finding someone who can help if you cannot.
This document provides an overview of marketing concepts and functions. It defines marketing as creating and delivering value for customers to benefit the organization. The traditional view focused on product sales, while the modern view emphasizes customer satisfaction by identifying customer needs and wants. Key marketing functions include research, product development, distribution, packaging, standardization, and grading. The objectives of marketing are customer satisfaction, increasing demand, providing quality products, building goodwill, and generating profitable sales.
Relationship Marketing: Where Personal Selling Fits - Chapter 2 of Fundamentals of Selling by Charles M. Futrell. Presented to the students of Tolani Institute of Adipur as a part of their Sales Management Course
This document discusses marketing, public relations, and brand promotion. It provides explanations and examples of key concepts.
Market research gathers information about target markets and customers. It is important for gaining a competitive advantage through understanding market size and identifying product opportunities. Market analysis further explores market dynamics to determine trends and inform promotional strategies. Marketing strategy establishes long-term objectives and methods for gaining an early advantage through promotional activities. Advertising is crucial for raising awareness of products and services among consumers and target markets. Brand promotion links brands to other companies or celebrities to boost loyalty, sales, and competitiveness through methods like endorsement and advertising. Managing messaging in public relations is key to instilling a consistent story around a product or company and ensuring positive coverage
This document discusses marketing, public relations, and brand promotion. It provides explanations and examples of key concepts.
Market research gathers information about target markets and customers. It is important for gaining a competitive advantage through identifying market size and creating products for target markets. Market analysis further explores market dynamics to determine trends, segments, and costs. Marketing strategy establishes long-term objectives and methods to reach goals and get early advantages through promotional activities.
Advertising is crucial for organizations as it is how consumers learn about potential products. Social media has a large influence on advertising. Brand promotion can boost loyalty, sales, and competitiveness through endorsement, advertising, and building customer bases. Managing messaging consistently across media is important for public relations to
For years, the Four P's of Marketing have helped guide businesses with products and services. This presentation looks at an alternative Four P's - Persuasion, Intent, Traction and Sketchability.
McDonald's continually aims to build its brand by listening to customers and understanding their needs through market research. It identifies key customer groups and creates a marketing mix tailored to appealing to each group. This involves determining the right products, prices, promotions and restaurant locations. McDonald's analyzes strengths, weaknesses, opportunities and threats to create a strategic marketing plan with objectives and tactics for how to effectively promote the brand and drive customer loyalty over time.
This document discusses branding, including its meaning, definition, types, process, challenges, importance, advantages, and disadvantages. Branding involves developing a name, symbol or design to represent a product or company and distinguish it from competitors. It creates an identity and emotional connection with customers. While branding can boost sales and loyalty, it also requires substantial costs and long-term marketing to establish a brand image over time. The document provides an overview of key aspects of effective branding for businesses.
Commodities are fungible goods that are indistinguishable across producers and have prices determined by supply and demand. Many iconic brands originated as commodities. Branding transforms a commodity into a differentiated product by establishing an idea or experience through advertising. Commodity advertising aims to expand the market through reminder and precipitation functions, while brand advertising focuses on persuasion and reinforcement to gain market share. For commodities as experience goods purchased frequently in small amounts, branding delivers emotional value to turn them into brands through celebrity endorsements or emphasized attributes, even if not objectively measurable. Successful branding of commodities depends on how easily advertising can communicate differentiating product attributes.
The nature and scope of marketing is broad, as it involves identifying and meeting human needs profitably. Marketing deals with all activities involved in transferring products from producers to consumers. It is important because it helps businesses choose target markets and gain, retain, and grow customers through superior customer value and satisfaction. The key aspect of marketing is understanding customer needs so well that products almost sell themselves.
This document is a project report submitted by G. Shri Sruthii to their professor at Amity University about brand awareness among consumers through advertisements. It includes an introduction on advertising and brand awareness, outlines components of a brand awareness plan and steps to create brand awareness. It also discusses maintaining brand awareness, the consumer purchasing decision process, how advertising impacts brand awareness, and proposes studying how attitudes and brand preferences may change due to advertisements. The objective is to help designers create effective advertisements based on how consumers' attitudes and preferences toward brands are impacted by advertising.
This document provides information about marketing and public relations functions. For marketing, it explains market research, market analysis, and marketing strategy using examples. Market research involves gathering information about customers to develop suitable products. Market analysis examines the long-term viability of a market. Marketing strategy outlines a planned approach to maximize profits and awareness. For PR, it discusses managing the message to convey the right information, and defines positive publicity as praise or commendation that can reassure customers.
The fight against climate change and deforestation starts right here. We invite you to experience our Forest Conservation Policy, which is today at the very heart of our business
Bauer Media publishes several popular music magazines including Mojo and Q, which both saw circulation numbers around 95,000 in recent periods. Mojo's circulation decreased slightly year-over-year but increased compared to the prior six months. This document provides circulation statistics and other information about magazines published by Bauer Media and IPC Media to evaluate them as potential publishers for a new music magazine. Bauer Media is chosen for their experience publishing similar magazines to the proposed one, while IPC has received negative press for declines in NME magazine.
A project report on advertising effectivenessProjects Kart
This document discusses advertising, including its objectives, types, features, functions and benefits. It provides definitions of advertising from various experts and outlines two main types - product advertising which promotes specific goods/services, and institutional advertising which builds company image. The objectives of advertising are to introduce new products, remind customers, combat competitors and more. Features include being a mass communication, paid for by an identified sponsor. Functions are promoting sales, research, education. Benefits include cheaper prices through mass production, stimulating demand, and raising living standards.
15 important marketing interview questionsSaurabh Mhase
Marketing involves identifying customer needs and designing products to fulfill those needs. There are several key marketing concepts:
1) Positioning involves creating a distinct impression of a product/service in customers' minds. A positioning map visually represents customer perceptions of competing brands.
2) When marketing goods, the 4 Ps are emphasized: product, price, place, promotion. When marketing services, there are additional factors like process, physical evidence, and people.
3) Segmentation involves dividing the market into subgroups with similar needs. Target marketing focuses on selecting specific subgroups to target. The target group is the specific segment being targeted, while the target audience refers more broadly to the intended recipients of marketing messages.
This document provides a marketing quiz with multiple choice questions about marketing concepts such as the marketing mix, target marketing, globalization, and the promotional goals of informing, persuading, and reminding potential customers. It tests knowledge of definitions for key terms like needs, wants, value, and price. The final section presents logo identification questions for various companies.
Marketing involves planning, pricing, promoting, and distributing products and services to create value for customers. It includes identifying customer needs and wants, developing a marketing strategy, and implementing a marketing plan.
Branding creates a unique name and image that represents a product or company to differentiate it from competitors. Strong branding builds loyalty by connecting with customers emotionally and motivating purchase. It involves consistent messaging over time through various experiences to influence how customers feel.
While marketing focuses on short-term goals like sales, branding aims for long-term relationship building and trust. Marketing influences customers, while branding impacts purchasing decisions and determines brand loyalty. Both are important but use different strategies - marketing "pushes" products while branding "pulls
The document discusses segmentation, targeting, and positioning in marketing. It defines these concepts and provides examples. Specifically:
Segmentation involves identifying market segments based on characteristics and developing profiles for each segment. Targeting identifies the most attractive segments and focuses on the most profitable. Positioning assesses a business's competitive advantage and positions itself in consumers' minds to be the most attractive option. Effective segmentation is measurable, accessible, substantial, differentiable, and actionable. Targeting strategies include undifferentiated, differentiated, focused, and customized approaches. Positioning strategies use product characteristics, pricing, application, and production processes to differentiate a product in the market.
McDonald's continually aims to build its brand by listening to customers and understanding their needs through market research. This involves identifying key customer groups, analyzing factors that influence their purchasing decisions, and determining the optimal marketing mix of product, price, place, and promotion to meet the needs of each group. McDonald's then creates a marketing strategy and objectives, developing campaigns that use various promotional methods like advertising, to effectively communicate with customers and encourage actions like purchases or visits that grow the business. Market research also allows McDonald's to flexibly adapt its approach as customer preferences and the competitive landscape evolve over time.
This document contains a mid-term exam for a marketing management course taken by Al Amin. The exam contains 9 questions related to marketing concepts. Question 1 asks about how the student views marketing and its importance in the 21st century. Question 2 asks about different demand states with examples. The remaining questions cover topics such as types of needs, the marketing iceberg concept, value chains, experiential marketing, consumer resistance, marketing orientations, marketing plans, and growth strategies.
importance communication in retail industry by debasish sahudebasish5143
This document discusses the importance of communication in the retail industry. It outlines several key functions of retail promotion programs, including informing customers about products and services, persuading customers to visit stores and make purchases, and reminding customers about products to maintain loyalty. It also describes various methods of communication with customers, whether paid impersonal methods like advertising, unpaid impersonal methods like word of mouth, or personal methods like personal selling. Finally, it provides seven tips for effective communication between retail staff and customers, such as using appropriate language, making eye contact, smiling, and finding someone who can help if you cannot.
This document provides an overview of marketing concepts and functions. It defines marketing as creating and delivering value for customers to benefit the organization. The traditional view focused on product sales, while the modern view emphasizes customer satisfaction by identifying customer needs and wants. Key marketing functions include research, product development, distribution, packaging, standardization, and grading. The objectives of marketing are customer satisfaction, increasing demand, providing quality products, building goodwill, and generating profitable sales.
Relationship Marketing: Where Personal Selling Fits - Chapter 2 of Fundamentals of Selling by Charles M. Futrell. Presented to the students of Tolani Institute of Adipur as a part of their Sales Management Course
This document discusses marketing, public relations, and brand promotion. It provides explanations and examples of key concepts.
Market research gathers information about target markets and customers. It is important for gaining a competitive advantage through understanding market size and identifying product opportunities. Market analysis further explores market dynamics to determine trends and inform promotional strategies. Marketing strategy establishes long-term objectives and methods for gaining an early advantage through promotional activities. Advertising is crucial for raising awareness of products and services among consumers and target markets. Brand promotion links brands to other companies or celebrities to boost loyalty, sales, and competitiveness through methods like endorsement and advertising. Managing messaging in public relations is key to instilling a consistent story around a product or company and ensuring positive coverage
This document discusses marketing, public relations, and brand promotion. It provides explanations and examples of key concepts.
Market research gathers information about target markets and customers. It is important for gaining a competitive advantage through identifying market size and creating products for target markets. Market analysis further explores market dynamics to determine trends, segments, and costs. Marketing strategy establishes long-term objectives and methods to reach goals and get early advantages through promotional activities.
Advertising is crucial for organizations as it is how consumers learn about potential products. Social media has a large influence on advertising. Brand promotion can boost loyalty, sales, and competitiveness through endorsement, advertising, and building customer bases. Managing messaging consistently across media is important for public relations to
For years, the Four P's of Marketing have helped guide businesses with products and services. This presentation looks at an alternative Four P's - Persuasion, Intent, Traction and Sketchability.
McDonald's continually aims to build its brand by listening to customers and understanding their needs through market research. It identifies key customer groups and creates a marketing mix tailored to appealing to each group. This involves determining the right products, prices, promotions and restaurant locations. McDonald's analyzes strengths, weaknesses, opportunities and threats to create a strategic marketing plan with objectives and tactics for how to effectively promote the brand and drive customer loyalty over time.
This document discusses branding, including its meaning, definition, types, process, challenges, importance, advantages, and disadvantages. Branding involves developing a name, symbol or design to represent a product or company and distinguish it from competitors. It creates an identity and emotional connection with customers. While branding can boost sales and loyalty, it also requires substantial costs and long-term marketing to establish a brand image over time. The document provides an overview of key aspects of effective branding for businesses.
Commodities are fungible goods that are indistinguishable across producers and have prices determined by supply and demand. Many iconic brands originated as commodities. Branding transforms a commodity into a differentiated product by establishing an idea or experience through advertising. Commodity advertising aims to expand the market through reminder and precipitation functions, while brand advertising focuses on persuasion and reinforcement to gain market share. For commodities as experience goods purchased frequently in small amounts, branding delivers emotional value to turn them into brands through celebrity endorsements or emphasized attributes, even if not objectively measurable. Successful branding of commodities depends on how easily advertising can communicate differentiating product attributes.
The nature and scope of marketing is broad, as it involves identifying and meeting human needs profitably. Marketing deals with all activities involved in transferring products from producers to consumers. It is important because it helps businesses choose target markets and gain, retain, and grow customers through superior customer value and satisfaction. The key aspect of marketing is understanding customer needs so well that products almost sell themselves.
This document is a project report submitted by G. Shri Sruthii to their professor at Amity University about brand awareness among consumers through advertisements. It includes an introduction on advertising and brand awareness, outlines components of a brand awareness plan and steps to create brand awareness. It also discusses maintaining brand awareness, the consumer purchasing decision process, how advertising impacts brand awareness, and proposes studying how attitudes and brand preferences may change due to advertisements. The objective is to help designers create effective advertisements based on how consumers' attitudes and preferences toward brands are impacted by advertising.
This document provides information about marketing and public relations functions. For marketing, it explains market research, market analysis, and marketing strategy using examples. Market research involves gathering information about customers to develop suitable products. Market analysis examines the long-term viability of a market. Marketing strategy outlines a planned approach to maximize profits and awareness. For PR, it discusses managing the message to convey the right information, and defines positive publicity as praise or commendation that can reassure customers.
The fight against climate change and deforestation starts right here. We invite you to experience our Forest Conservation Policy, which is today at the very heart of our business
Bauer Media publishes several popular music magazines including Mojo and Q, which both saw circulation numbers around 95,000 in recent periods. Mojo's circulation decreased slightly year-over-year but increased compared to the prior six months. This document provides circulation statistics and other information about magazines published by Bauer Media and IPC Media to evaluate them as potential publishers for a new music magazine. Bauer Media is chosen for their experience publishing similar magazines to the proposed one, while IPC has received negative press for declines in NME magazine.
Di Jual Tanah Kavling Gardenia Tahap 2, di kawasan "Jalan Poros Tengah Timur" (kawasan Puncak 2) dengan harga sangat murah, cocok untuk Rumah Kebun/ Villa dan berinvestasi..
Segera wujudkan impian Anda untuk memiliki kavling tanah Rumah Kebun/ Villa di kawasan puncak 2 sebelum jalan puncak 2 tersebut, segera akan beroperasi tahun 2015.
Harga akan terus naik, seiring dengan pembukaan jalan raya oleh pemda bogor dan pihak Developer PT. VILA GRAHATAMA, berkomitment untuk mengembangkan wilayah tersebut.
El hidrogeno y el carbono son los elementosLety Jacínn
El documento describe que el hidrógeno y el carbono son los elementos principales encontrados en el petróleo. El carbono es un sólido natural con una estructura cristalina hexagonal que se une a sí mismo y tiene un punto de ebullición de 4830°C y punto de fusión de 3727°C. El hidrógeno es un gas incoloro, inodoro e insípido que se combina con la mayoría de los elementos y tiene una gran afinidad con el oxígeno.
La Unión Europea ha acordado un paquete de sanciones contra Rusia por su invasión de Ucrania. Las sanciones incluyen restricciones a las importaciones de productos rusos de alta tecnología y a las exportaciones de bienes de lujo a Rusia. Además, se congelarán los activos de varios oligarcas rusos y se prohibirá el acceso de los bancos rusos a los mercados financieros de la UE.
Este documento proporciona instrucciones en 4 pasos para programar un robot para girar. El primer paso explica cómo configurar la acción "mover" para que el robot gire a la izquierda. El segundo paso explica cómo configurar otra acción "mover" para que el robot se mueva hacia la izquierda. El tercer paso explica cómo usar una acción de "bucle" para repetir las acciones de movimiento. El cuarto paso explica cómo crear un bloque personalizado con las acciones anteriores.
The document describes two types of plant pollination: wind pollination, which is used by trees and grasses that lack colorful petals to attract animals, and animal pollination, which is carried out by birds and insects like bees that are attracted to colorful petals in order to drink nectar from flowers. The document also defines plant structures involved in reproduction and provides links to videos about wind and animal pollination, crediting the creator for photos, text, color, and sound design.
The document discusses a small business accounting software called eLEDGER that costs $12 per month. It notes that for most small businesses, managing accounts can be time-consuming, confusing, inefficient, expensive, and inaccessible when using tools designed for accountants. eLEDGER was designed from the ground up for small businesses to enable management of accounts anywhere, anytime on any device. It reduces time wasted, provides business insights, and saves money for small businesses.
This document discusses the dress code of Indian Tamil plantation laborers in South Asia. It notes that their dress code reflected both their cultural background from India and their social status as a migrant community working on plantations. Their clothing was typically made from rough materials like plain cotton and consisted of simple styles like saris without jackets. Ornaments were also usually basic. Their dress served the practical needs of working in the fields but also maintained distinctions of caste and social hierarchy. Over time some western influence was adopted but their attire largely remained distinct from other native groups and reflected the simple lifestyle of the rural community.
The document analyzes the existing contents page layout of a magazine. It notes that the conventional list layout makes it easy for readers to find what they want. Each section is partitioned into categories, making it aesthetically pleasing and practical. Preview images and a large "Contents" heading allow readers to instantly recognize it. The crowded page may imply there is a lot to explore and stimulate readers. Key features like interviews are given larger images to highlight them. The layout, colors, and images used fit with the magazine's style and draw attention in an engaging way.
The effect of environment on Second Language Learning GrammarSamira Rahmdel
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise boosts blood flow and levels of neurotransmitters and endorphins that elevate and stabilize mood.
This campaign poster had several purposes: to bring about national change in cleaning up dog litter in the UK, to change attitudes about the seriousness of dog litter, and to campaign against the issue. It uses techniques like shocking facts and images to grab attention, such as stating children will eat anything and showing a child eating dog waste. Evidence suggests it was successful in its goals, with a 40-50% reduction in dog litter nationally since 2003 according to a Guardian article, indicating it influenced behavior change.
Este documento describe cómo crear y manejar una base de datos relacional en Access 2010. Explica los pasos para crear tablas, agregar campos, guardar y cerrar tablas, y establecer relaciones entre tablas para almacenar y organizar información sobre productos, inventario, clientes y empleados de una empresa.
Parent education and high school achievementSamira Rahmdel
This document summarizes a study that explored the relationship between parental education level and student achievement in English as a foreign language. The study administered tests of English language achievement and collected demographic data from 1352 high school students in Iran. Statistical analysis found that students whose parents had secondary education or higher scored significantly higher on the English test than students whose parents had primary education. However, there was no significant difference between students whose parents had secondary versus higher education. The results provide evidence that higher parental education levels are positively associated with higher student achievement in English as a foreign language.
Towards a Framework for Multidirectional Model TransformationsNuno Macedo
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This document outlines an assignment for an MBA marketing management course. It provides 4 discussion questions related to marketing concepts: 1) how marketing begins and ends with the consumer, 2) factors that influence consumer choices, 3) developing and selling the right product to different buyer segments, and 4) the role of branding, packaging, labeling, and product support services in marketing. For each question, the document provides responses discussing relevant marketing principles and strategies.
The document discusses various marketing concepts including:
1. Marketing is a form of communication with customers using tools like advertising, promotion, and product design. Selling focuses on short-term goals like market share while marketing considers long-term brand building.
2. The 4Ps of marketing are product, price, place, and promotion. Product positioning involves communicating a product's value relative to competitors. Market segmentation divides broad markets into subsets with common needs.
3. Other concepts covered are USP, CRM, brand equity, the product lifecycle, competitive advantage, and the roles of a marketing manager.
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The document discusses the important role of marketing in organizations. Marketing establishes relationships between customers and organizations, and shapes how people view an organization's products or services. It gives customers confidence to try new products. Marketing is critical for both profit and non-profit organizations, as it is unlikely organizations can survive without strong marketing efforts. The document then discusses various marketing management functions including information management, distribution, packaging, pricing, promotion, selling, financing, and customer support.
This document provides an overview of key marketing and public relations concepts. It discusses the importance of understanding clients and their needs in marketing. It also explains tools like SWOT analysis, audience profiling, and the marketing mix that can help understand markets. For public relations, it defines press releases, media packs, PR briefings, and explains how events, interviews, and contacts can help promote products or services. Overall, the document serves as an introductory guide to common methods and techniques used in marketing and public relations.
This document provides an overview of developing an effective marketing plan. It discusses the importance of conducting market research, including secondary research of published materials and primary research through surveys and focus groups. A marketing plan should identify the products/services, mission statement, target market and size, competition, and pricing. The plan helps ensure business goals and objectives are met through strategic marketing activities like advertising, promotions, sales, and customer service. Developing a thorough marketing plan is essential for a business to understand its customers and make a profit.
This document provides information about marketing and advertising a product. It begins with defining key terms like marketing, advertising, and sales. It then discusses different forms of advertising like posters, magazines, TV commercials and more. The document also explains different aspects of marketing, including research, advertising, sales, public relations, and customer service. It notes that while advertising is one part of marketing, marketing involves additional strategic planning and efforts to meet customer needs.
This document contains a mid-term examination for a marketing management course submitted by a student. It includes 10 questions related to key marketing concepts like the definition of marketing, demand states, consumer needs, the difference between selling and marketing, value chains, marketing orientations, and Porter's generic strategies. The student provided detailed responses to each question using examples to illustrate different marketing theories and strategies.
The document discusses direct marketing and provides information on several related topics:
- It defines direct marketing as any marketing that relies on direct communication with individual consumers rather than through third parties like mass media.
- The advantages of direct marketing include high segmentation and targeting of specific audiences, personalization, affordability, and measurability of results.
- The types of direct marketing approaches discussed are direct mail, telemarketing, and digital tactics like email marketing.
- Both the advantages like personalization and affordability, and disadvantages like intrusiveness and low response rates of direct marketing are outlined.
This document discusses marketing and the marketing mix. It defines marketing as the process of creating and delivering value for customers. The marketing mix, also called the 7Ps, refers to product, price, place, promotion, packaging, people, and politics. Product involves developing offerings that satisfy customer needs. Price must provide value and profitability. Place involves effective distribution to customers. Promotion encompasses communication methods like advertising, public relations, personal selling and publicity to raise awareness and influence customer purchase decisions. The marketing mix framework helps companies effectively reach and engage customers.
This document provides definitions and explanations of key marketing concepts including the marketing mix (7Ps), types of marketing, and marketing definitions. It discusses the marketing mix elements of product, price, place, promotion, people, process, and physical evidence. It provides details on different pricing strategies, types of marketing like mass, direct, and internet marketing. Overall, the document serves as a comprehensive overview of fundamental marketing principles.
The document discusses various marketing concepts related to the 4Ps - product, price, place, and promotion. It defines key terms like branding, consumer products, pricing strategies, product life cycle, and promotion methods. It explains that product refers to the end result sold to satisfy customer needs. Branding differentiates products and creates a unique identity. There are various consumer product categories and pricing considerations. The product life cycle shows sales patterns from launch to withdrawal. A company's promotion methods can be above-the-line like advertising or below-the-line incentives.
Product differentiation is a marketing process that highlights the unique qualities of a product compared to competitors in order to create competitive advantage. It can be achieved through packaging, new product features, advertising, or other promotional strategies. Successful differentiation requires communicating how a product is superior and valued by customers through its distinguishing characteristics. Marketing textbooks emphasize that any points of differentiation must be perceived as beneficial by buyers.
This document discusses the key challenges faced by sales organizations and how organizations can respond. It identifies the main challenges as getting qualified leads, building trust with customers, integrating sales and marketing teams, overcoming price objections, standing out against competitors, and maintaining consistency. To address these challenges, the document recommends that organizations implement a modern marketing strategy, transform their communication styles, and align sales and marketing goals.
This document outlines a marketing plan, including defining key terms like markets, marketing, and marketing plans. It discusses the purpose and characteristics of an effective marketing plan. The plan then describes various marketing strategies to consider, such as analyzing the size and nature of the market, conducting research, understanding competitors, developing advertising approaches, setting pricing, and determining the optimal marketing mix.
Marketing involves a wide range of activities to meet customer needs and provide value in return. Successful marketing requires significant research to understand customer needs and how they will respond to factors like pricing and advertising. Those interested in marketing careers will find the field rewarding due to its complexity and opportunities to specialize in areas like advertising, public relations, or market research that utilize a variety of skills.
The document discusses various topics related to sales and marketing, including different types of sales organizations (functional, area-based, product-based, end-use based), the difference between the selling concept and marketing concept, market research, advertising, sales promotion, distribution channels, and characteristics of good advertisements. It provides an overview of key considerations and approaches for organizing a sales force and conducting sales and marketing activities.
The document discusses the DAGMAR advertising model proposed by Russel H. Colley in 1961. According to the model, each purchase prospect goes through four stages: unawareness to awareness, comprehension, conviction, and action. These four stages are known as the ACCA advertising formula. The model aims to define advertising goals and measure advertising effectiveness by mapping the states of mind a consumer passes through. It is considered more comprehensive than earlier models like AIDA. The document also discusses advantages like defining objectives and measuring results, and disadvantages such as being difficult to implement and potentially inhibiting creativity.
The document discusses marketing and selling concepts. Marketing involves creating awareness of needs and persuading customers that a company's products can satisfy those needs. It focuses on customer needs and creating satisfaction. Selling involves closing sales to generate revenue.
It also discusses marketing mix strategies including segmentation, targeting, and positioning (STP). STP involves dividing a market, selecting target segments, and differentiating a product. The document outlines the 4Ps and 7Ps of marketing - the traditional product, price, place, and promotion framework as well as an extended framework adding people, physical evidence, and process.
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2. Success is not final, failure is not fatal: it is the
courage to continue that counts.
-Winston Churchill
3. An American educated marketing professional with published marketing and
direct marketing books. A public speaker and presenter in the field of marketing
as well.
* You may watch his presentations on Youtube Channel;
http://www.youtube.com/user/hasankursad
Linkedin : http://tr.linkedin.com/in/kursadd/
Website : www.hasankursad.com
Slide Share : http://www.slideshare.net/HASANKURSADDMSc
Facebook : www.facebook.com/hdevecioglu
Skype : kursad.devecioglu
Email : kursadd@yahoo.com
4. As a seasoned marketing professional and a member of pulp, paper and cardboard
community, I know how hard you work every day to serve customers in your market with
exceptional products in the form of fine printing paper, coated paper, newspaper, office
paper, packaging paper, cardboards, corrugated paper, stationary paper, special paper,
pulp and so on. Paper is an important part of everyday life and so is marketing for our
industry. Peter Drucker is a father of marketing other than being the father of management.
Peter F. Drucker once said “The two functions that counts in a business are marketing and
innovation. All the other functions are costs” and he also said “the purpose of a company is
to create a customer not a product”. According to Drucker, the aim of marketing is making
selling unnecessary.
In this perspective, my goal for this writing is to help you gain more practical marketing
knowledge you need in the increasingly competitive marketplace. I designed this in
question and answer style since I have been receiving so many marketing related
questions over the years from different parts of the world. I kept my answers simple.
I hope you enjoy reading this as I enjoyed writing it. If you have any questions, please feel
free to contact me directly.
H.Kursad Devecioglu, M.Sc. – April 2014
kursadd@yahoo.com
5. I. Marketing Management
II. Marketing Planning & Strategy
III. Direct Marketing Management
IV. Brand Management
7. American Marketing Association offers the following formal definition:
“Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large. ”
Marketing is a war of ideas, not products. The more focused your
marketing approach, the greater your chance to dominate in the
marketplace. There are many definitions of marketing. Basically,
marketing can be described as “finding out what your target customer
wants/needs and just give it to them.”
For the Pulp, Paper and Cardboard Industry (PPCI), I would like to
share my favorite definition as the one from Prof. Philip Kotler;
“Marketing is creating, communicating and delivering value to target
market at a profit.” From this definition, marketing clearly involves
product management, brand management and customer management.
8. This concept of giving versions to marketing is an idea of
father of modern marketing Philip Kotler and here it is the
definition:
Marketing 1.0 is appealing to the customers‘ mind
wherever customers are,
Marketing 2.0 is appealing to the customers‘ heart by
knowing a lot about customers and trying to get close to
serve to the customers,
Marketing 3.0 is knowing that customers have other
concerns and Company says "we care too to make a better
world". it is about caring about the earth.
After reading the definition, take a moment to think about
your company and see in what version you are operating
with.
9. Marketing is a part of our lives for sure. Here is a list
of some marketing types:
Commercial Marketing,
Place Marketing,
Person Marketing,
Political Marketing,
Social Marketing,
Fundraising.
10. The marketing mix consists of product, price, place and promotion.
Product is the pulp we deliver to paper mills for paper production or office paper we
produce for people to communicate or environmentally friendly cardboards we use for
packaging. Although we do supply tangible products in PPCI, the service always comes
with the product.
Price is an important element of the marketing mix. A pricing policy needs to be based on
the current situation in the marketplace. If you are offering a type of special paper, and you
have little or no competition for that product, you might have the luxury to set a high price.
If you are selling a common product such as office paper, you might need to keep an eye
on your competitors and price your product close to the going rate for those products.
Place stands for your distribution channel. The typical distribution channel for a
manufacturer is Wholesaler > Retailer > Consumer. The distribution channel includes all
parties who facilitate the flow of goods and services from producers to final consumers.
Other channel partners could include distributors, agents and brokers.
Promotion is communication between your company and your customers. Promotion
includes personal selling (face-to-face selling), direct marketing (direct mail, e-mail,
catalogs, etc.), general advertising (radio, TV, newspaper, etc.), social media marketing
and sales promotions (free shipping for a certain amount ordered, free samples, etc.) The
primary objectives of promotion are informing, persuading and reminding. Informing is
necessary for potential customers to become aware of your products. Persuading is used
to create or reinforce a positive set of attributes associated with the brand and to stimulate
interest in and to try the product. Reminding includes communicating with customers to
create and/or sustain brand loyalty by reinforcing positive brand association.
11. Within the marketing mix (product, price, place
and promotion) only price brings revenue to
company. Being the only element within the
marketing mix to bring revenue, price is the most
important element to focus on. That is true that we
as business professionals do not want to reach
target customer with price alone so it is marketer’s
job to work on other marketing activities such as
market research, word-of-mouth-marketing,
branding and advertising in order to support the
price position.
12. The price ceiling is the highest price that a
consumer is willing to pay for your product.
13. The price floor is the lowest price at which you can
sell your product without losing money.
14. It is the first price you establish in order to
introduce a new product into the market.
Customers take this price as a mental reference.
15. Pricing a product based on a previously released
similar product.
16. If you do not set the price high enough for the
company’s profitability for the long term, it is
difficult to sell the product later at its true (higher)
price because the customer will still be thinking of
the low “reference price.” it is important to start
with a fair market price so that you make a profit
and your customer can still buy from you. You can
test your pricing tactics in designated pilot areas
before applying in entire marketplace
17. Price skimming: Setting the price high initially,
then lowering it.
Penetration Pricing: Offering the product with a
low price to capture market share.
18. The actual product: Physical product, design,
features, quality, brand and packaging.
Augmented product: Extra features and benefits
that improve the actual product. For instance,
selling 80 gram/m2 offset printing paper to a
printing house with a satisfaction guarantee.
Core benefit: This stands for what you are really
selling, for example when you receive corrugated
paper with high stiffness from your supplier for box
making, your boxes will have high stiffness as
well.
19. Just like everything else in the world, each product
has a life cycle defined by the following stages:
market introduction, market growth, market
maturity, market decline and market decline. Do
you have any paper products in your product line
that used to sell well but is now selling slowly due
to low demand? Think about this as product life
cycle.
20.
21. Marketing process starts with market research.
In any market you are entering whether local or
International, you need to make sure that you have
Enough, meaning market knowledge for
Segmentation, targeting and positioning purposes.
22. There are two types of market research available for PPCI professionals:
Primary Research
Secondary Research
Primary research is research that you conduct such as: surveys, questionnaires, and focus
groups. You gather the information, sort it and analyze it yourself. You do not use any other
source to get information.
Secondary research is using research information that was gathered and analyzed by
other researchers. In this case you are using someone else’s research results for your
company.
If you talk to your customers to get feedback regarding your A4 office paper product then
sort and analyze their comments, that is an example of primary research.
Primary research can give you more in-depth information about the marketplace, but you
should be careful when you are implementing it in terms of quantity and quality of the
research details. On the other hand, secondary research can help you save time while you
are using previously made research information but you need to understand the conditions
of that research before using it.
23. Segmentation is dividing the market into groups
based on similar needs relevant to your product.
The primary objective of segmentation is to identify
unique sub-Markets of customers with like
attributes, and to find segments that are attractive
from a profit perspective. You can segment your
market based on your criteria.
24. Targeting means identifying attractive
market segments and tailoring the marketing mix to
match the needs of target customers. In this sense,
segmenting your market helps natural stone
companies identify their target markets.
25. You need market research results (primary or
secondary market research results )first to analyze the
market situation. While analyzing, you need to be as
realistic as possible. There are some tools to use such
as SWOT analysis, and Porter’s 5 Forces. While
doing a SWOT analysis, you need to asses your
company’s strength and weaknesses. Also
opportunities and threats in the marketplace. Strength
and weakness part is usually the most difficult part as
it is about the company itself and this requires an
utmost objectivity.
26. Micro environment and macro environment.
Micro environment consists of company, suppliers,
competitors, publics, marketing intermediaries.
Macro environment consists of demographic
forces, economic forces, natural forces,
technological forces, political forces, and cultural
forces.
As a member of pulp, paper and cardboard
industry, you can affect microenvironment. You
can affect macro environment but you can be
proactive.
27. Competition brings higher quality products, lower
price products and innovation to marketplace.
28. Millions of people are moving. It is important to
know where they are moving in order to modify
marketing plans based on changing geographic
and demographic conditions. It is also especially
important for paper industry to follow trends in
terms of industrial parks and industrializing
regions. The rule of thumb is wherever there is
production, there is a need for paper and
cardboard.
29. Demographics are the population or consumer
statistics regarding socioeconomic factors such as
age, gender, income, occupation, education,
family size and so on. Demographics are
important to use as a basis for creating target
markets (market segmentation). It also helps
natural stone companies match advertising media
with target market groups
30. Buying power and spending habits. It is essential
to know about the buying power of customers in
your target market. Based on their buying power,
you can modify your offers.
Spending habits show us how your customers
spend their income.
31. Recognize the need
Research information
Evaluate
Purchase
Post purchase
32. Problem recognition
Produce specification
Supplier search
Proposals (RFQ, RFP)
Select supplier
Specify order routine
Review
35. There are fewer business buyers than consumers
Business buyers are often concentrated in certain
geographic areas
Business buyers make larger purchases in volume
Business buyers buy what they need not what
they want
Business buyers buy exactly what they need
Business buying decisions are group decisions
37. They are both important, however, focusing on the
benefits is usually more helpful for any paper
company to close the sale.
For instance, an A4 office paper might have high
bulk. This is a feature. If high bulks lowers the risk
of paper jam then paper user can save on time.
Saving time is a benefit.
38. All marketing strategy is built on STP – Segmentation, Targeting and Positioning.
Kotler defines Positioning as “the act of designing the company’s offering and
image to occupy a distinctive place in mind of the target market.
Let’s say you work for a paper distribution company and due to market conditions,
you may position yourself as cut to size cardboard distributor so that you can cater
your target market’s needs in a specialized manner, which is a service.
Another example for corrugated paper manufacturers. Let’s say you position your
company to provide the highest quality low gram-high density corrugated paper
with highest know-how possible. In this sense, you provide the product and
educate box makers to have the highest productivity while working on the paper
you provided, which is providing a service along with the product of yours.
The idea is to be as different as possible from competition. Leadership, heritage,
market specialty, production process, being the best in a category or the latest in a
category can be great differentiation ideas.
39.
40.
41. The answer is “ it depends”. It depends on what
kind of paper product we are talking about. Let’s
divide paper products into two groups as cultural
paper products (A4, offset printing paper, design
paper and so on) and industrial paper products
(packaging paper, cardboard and so on).
In general wants are more profitable than needs.
42. Marketing myopia is being short-sighted in the
Marketplace. While operating, you do not pay
attention to changing environment, you can not
keep up with changing customer preferences and
fierce competition. Marketing myopia causes
Company to fall behind in dynamic environment. For
Instance; Kodak fell behind in digital camera market
place while it was dominant in regular film camera
Industry. Marketing myopia is not being able to see
further ahead and no adapting to change.
43. Customer lifetime value is how much a customer
worth over the years doing business with our
Company. While some products can be purchased
again and again by customers, some products can
be purchased for certain number of years. The idea
is to acquire customers and retain them as long as
possible to have more revenues from them and
increase their lifetime value. A customer’s life time
value can be high for A4 office paper product since
A4 office paper consumption is continuous.
45. As saying goes, you can not manage what you can not measure.
First and foremost, each marketing activity has to have a goal
such as generating leads, creating awareness, increasing market
share and so on. After testing and making sure, the marketing
activity is ready to launch, marketing metrics needs to be shaped
as well to monitor and control the developments.
Marketing metrics are supposed to find out how much of the goal
has been reached or exceeded. The most popular metric is
return on marketing investment (ROMI).
Let’s say a cardboard company launches a marketing campaign
towards cardboard packaging companies and goal is to generate
leads for sales team to finalize the order. In this case marketing
department needs to measure how many leads they generate,
and then how many of them ended up with orders.
46. A product line is group of products that are
connected to the same brand.
47. Cannibalization is a negative consequence
resulting from the line extension of a product. The
potential negative impacts of line extension are as
follows:
If the line extension does not fit with the current
branding (image, function, appeal to target market,
etc.) a mental disconnect can occur for the
customers,
Customers might be confused about product and
the brand.
48. When a company offers another variety or version
of a product, which is already part of an
established brand line of products. For example,
adding a diet or sugar free version of a line of
soda products.
51. Intensive Growth
( Market Penetration, Market Development,
Alternative Channel Development, Product
development, New product for new customers),
Integrative strategies(Forward, Backward,
Horizontal Growth),
Diversification
52. Marketing is about differentiation. If you do not
have any differentiation point, you better have a
better price,
Quality, Creativity, Price and customer orientation
are rarely differentiation ideas. Being first,
leadership, heritage, market specialty, preference,
being the latest, hotness can be differentiation
ideas.
53. Competition (know your competitor. stay away
from competitors' strength and exploit the
weakness), differentiation idea, credentials to
support the point of difference, communicate the
difference
Every aspect of your communication should reflect
your difference.
Advertising can dramatize the difference. you do
need the drama to present differentiation
56. According to strategy guru Michael Porter, there are two
ways for a company to have competitive advantage:
Cost leadership,
Differentiation.
If you have cardboard products, that are different from the
competition, that is a competitive advantage. If you have no
differentiation point, you better have low cost. In some
paper and cardboard markets, we have seen companies
that are creating differentiated service instead of product
itself such as custom order service, fast delivery, free
delivery, customer satisfaction guarantee and so on.
57. Products lacks a meaningful value proposition,
Price is too high
Market did not understand the product
58. Represent the voice of the customer,
Monitor the evolving business landscape and
gather customer insights,
Be the steward of the corporate brand,
Upgrade marketing technology and skills in the
company,
Bring insight into the corporate strategies,
Measure and account for marketing financial
performance.
60. Direct marketing is the interactive use of
advertising media, to stimulate an immediate
behavior modification in such a way that this
behavior can be tracked, recorded, analyzed, and
stored on a database for future retrieval and use.*
* Bob Stone, Ron Jacobs, “Successful Direct
Marketing Methods”, 7th edition, McGraw-Hill
2001, Page:5
61. Direct marketing can help pulp, paper and
cardboard companies get new customers and
retain current customers.
63. A direct marketing campaign has the following elements:
Media and customer list – 40%
Offer – 30%
Copy – 15%
Graphic – 15%
* Bob Stone, Ron Jacobs, “Successful Direct Marketing Methods”, 7th edition, McGraw-Hill 2001, Page: 8
Based on these percentages, we can say that when organizing your direct marketing campaign, the most important element
to consider is your customer list and your media. You need to identify your customers and choose ideal media channels
(internet, newspaper, industrial magazine, catalog, etc.) to reach them.
The next element is what you will offer to your customers to respond to your direct marketing campaign. You need to give
them a reason to respond. That reason might be discount, premium, free-shipping and so on.
Copy is the text of your direct marketing piece. It stands for the language and tone that you will use in your campaign.
The last element is the visual part of your campaign. It stand for the pictures, graphic and photos you will use in your
campaign.
64. Direct marketing’s starting point is the
customer
The chosen media must have a consistent
message
Since direct marketing operations are on-
going, communications must be well-planned
Listen to your sales team in order to improve
your direct marketing efforts
66. The offer (proposition) is the terms under which a
specific product, service, or brand is promoted. It
includes a mix of factors that motivate individuals
within the target group to respond.
* Bob Stone, Ron Jacobs, “Successful Direct
Marketing Methods”, 7th edition, McGraw-Hill
2001, Page:9
67. Hard offer: Asking for the payment up front when
the customer places the order
Soft offer: Asking for the payment after the order
is delivered
Negative offer: Keep sending the products until
customer asks you to stop shipping.
68. It is essential to give customers reasons to call
you. It might be a discount, free gift, introductory
price or free shipping to move the customer to
take action and accept the offer.
69. Direct email, direct mail, telephone, catalog, radio,
TV, newspapers, magazine, social media and
alternative media.
70. RFM stands for: Recency (the last time the
customer made a purchase from your company),
Frequency (how often the customer buys from
your company) and Monetary (the customer’s
average dollar amount spent per purchase).
Based on this information, each customer’s
activities with your company can be analyzed.
71. Before launching the full scale direct marketing
campaign, the marketing materials should be
tested on a small portion of your customers in
order to understand how effective your campaign
will be. Based on the test results, the campaign
materials or approach can be modified and tested
again or, if successful, the campaign can be
launched after the test.
73. Brand is an identifying mark, symbol, word or
combination of the same that separates one
company’s product or services from another firm’s.
Brand is a powerful asset to your paper company.
Brand creates a connection with your customers.
Brand is what you are all about. It is a character
that needs to be built.
74. Branding is how a product is identified via name,
logo, symbol, tagline, etc. The goals of branding
are: to help differentiate your product among
competing products and to help people remember
your product when they consider their choices.
Some brands go beyond loyalty and become icons
like Harvey Davidson, Disney, Nike, etc.
76. The brand should:
Suggest a benefit or quality of the product
Be easy to pronounce and remember
Be distinctive, especially among competing brands
Be easy to translate into other languages and
cultures
77.
78. Manufacturer brands,
Private label brands. Usually retailers create their
own private labels.
79. Brand loyalty is the degree to which a consumer
repeatedly purchases a brand. There are many
factors that influence brand loyalty such as:
consumer attitudes, family pressure and friendship
with the sales person.
80.
81. Brand Pyramid is the foundation to establish a brand
with a discipline. In each part of the pyramid, you can
define what the product is all about, especially in an
emotional point of view. Brands make an emotional
connection with the customer and it is essential to
pinpoint those emotions. From bottom to top; brand
pyramid consists of product/service features,
functional benefits, emotional rewards, user values
and brand personality. After viewing the example for
brand pyramid on next page, try to build your pyramid
for your paper/cardboard or pulp brands.
85. CRM stands for customer relationship
management. Its main objective is to establish a
long-term, reliable relationship with customers.
That is an important point for paper companies. A
customer centric approach can help you organize
your operations where your customer and your
company can win at the same time.